By Arthur Meidan (auth.)
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Extra resources for Bank Marketing Management
3. 4. 5. on bank loyalty, provided that the customer in non-mobile. Mobility affects loyalty with the degree of effect depending on branch coverage. The higher the branch coverage, the more mobile customers will remain loyal to that bank. Time. The longer the elapsed time period between two different life styles -like student and working wives - the lower the likelihood that the customer will remain loyal. Unidentified influences - working as time passes - cause decay in loyalty. Prior patronage.
This means that banking will be particularly susceptible to existing customers. Perhaps this is why banks pay more attention to image bullding - mendliness, listening to problems, etc. - than to service features. (3) Roles and status. The last component among the external factors is the role and status of the consumer. In this instance role and status is more useful when related to the age and life-cycle concepts. For example, when the consumer is a child his major source of influence is parental.
Bank expertise means the level of banks' management capability and knowledge. There are various banks' philosophies - seen through customers' eyesi for example, aggressive v. traditional banks. As far as 'time convenience' factor is concerned, banks' customers prefer a twentyfour hours service. Other consumer segments This section focuses on segments that have already been briefly mentioned by that deserve special attention. (1) Women With the liberation of women and equal opportunities, women are increasingly featured and taking an active role in the economy.
Bank Marketing Management by Arthur Meidan (auth.)